The company has placed mobile bar codes on its static ads that appear in newspapers and magazines. The QR codes feature a call to action that lets consumers ship JCPenney’s entire Call It Spring collection.

“Smartphones are rapidly emerging as a device central to the purchase process,” said Kate Coultas, a spokeswoman for JCPenney, Dallas.

“Consumers use them to conduct research on items, compare prices, read product reviews and even to make purchases,” she said.

“Given these growing consumer trends, we’re building on our mobile leadership by incorporating QR codes throughout multiple customer touch points.”

JCPenney operates more than 1,100 department stores throughout the United States and Puerto Rico. It claims to be one of the largest apparel and home furnishing sites on the Internet at http://jcp.com.

Scan me
After consumers scan the mobile bar code, they are redirected to JCPenny’s mobile site where they can view the new Call It Spring collection.

The QR code is featured in Cosmopolitan magazine

Customers can also browse by category such as women, men, home store, kids, shoes and baby, as well as use the search feature to find products they are specifically looking for.

JCPenney is also ramping up its mobile database by letting consumers opt-in to receive coupons and alerts.

“Our Call it Spring ad in Cosmopolitan is just the latest example of how we are using QR codes,” Ms. Coultas said.

“The code connects customers to a cross divisional landing page for Call it Spring on m.jcp.com, allowing users to browse and purchase styles directly from their phone,” she said.

Mobile bar codes
Placing QR codes on static ads is a smart move for JCPenney.

Mobile bar code scans are almost 600 percent year-over-year, proving they are an effective medium for reaching consumers with additional branded content beyond just a static print ad.

Recently, restaurant chain Hooters of America used mobile bar codes and social media to further drive brand awareness. The “Lee Corso’s Saturday Ticket” campaign let users “Like” Hooters on Facebook to receive a Buy 10 Get 10 Wings free offer (see story).

Additonally, Kellogg Co. partnered with Augme Technologies to enable engagement with consumers via the Ad Life mobile platform. (see story).

“We’ll continue to leverage QR codes this holiday season but it is too early to share details at this time,” Ms. Coultas said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York